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Figure: Seeding - Author: Seobility - License: CC BY-SA 4.0

Content seeding is an online marketing technique that consists of placing digital content in different places on the internet. These places can be social media platforms, a blog, video streaming services, blog comments, etc. Content is placed using links.

The following comparison can help you visualize how this strategy works. In gardening, seeds are planted and sometimes they flourish in place, sometimes they’re picked up by birds and taken somewhere else. The idea behind online seeding is similar: scattering content so that it gets spread around and a brand flourishes in the virtual world.

Goals of content seeding

The main goals of seeding are increasing exposure and boosting brand awareness. The more content gets spread around the internet, the more reach it will have, and the more reach it achieves, the more chances it has of becoming viral.

Seeding also has an element of persuasion, which is essential in marketing. One of the goals of this strategy is to convince key figures in your industry sector of the value of your brand. Once that happens, they will circulate the content through their own networks. Because that content comes from someone well-known in a community or industry, the brand and its message will earn authority.

Moreover, the collaboration between content creators and industry leaders lends more credibility to a brand, its products, and its services. In turn, this helps build trust among the target audience.

Types of content seeding

There are two different types of content seeding: simple and advanced.

In simple seeding, a marketer distributes content within its own network and/or works with a small number of influencers. For example, a business whose main product is organic produce could plant content in the company’s blog, in its social media accounts, and also partner with influencers like chefs or health stores.

When using advanced seeding, your content has better chances of becoming viral. This marketing technique entails collaborating with a larger amount of influencers and circulating content in places other than the marketer’s own network. This could involve anything from websites that accept guest blog posts, bookmarking sites, online forums, and social media groups or communities.

Tips for successful content seeding

Effective seeding is developed as part of a carefully planned and coordinated marketing strategy. Some things to consider to be successful using this technique include:

Create quality content
The internet (and by extension social media) is saturated with content of mediocre and even poor quality. Seeding quality content entails making sure it is relevant and has a good dose of creativity so it stands out from bland or repetitive content.

Quality content is genuine and engaging. To achieve this, it is useful to seed visually appealing content like videos and infographics, which can get the attention of web users better than plain text. Moreover, quality and original content will also take care of the legal aspects of seeding and ensure content does not come across as spammy.

Find the right platform & channel
Targeting social media is a good strategy since some of the world’s most visited sites include these platforms. Internet users are more inclined to click on a link that takes them to social media sites than to smaller or lesser-known websites.

There are different media channels you can use to multiply your reach, either one at a time or simultaneously. These can be categorized into paid, owned, and earned media.

Paid media channels are third parties who work on your behalf, such as marketing agencies or promoted posts in social media. Seeding owned media involves posting content in channels you own, such as a company blog or Facebook page. Earned media refers to any mentions your brand gets. These could be reviews, reposts, or press coverage.

Know your target audience
To know what is relevant and where to post it, it is crucial that content creators know their target audience, their needs, and their expectations.

Find the right influencers
Seeded content will only reach the right audience if there is a fit between the brand and those who promote it. For successful results, focus on relationship building with influencers that are a good fit for your brand and target audience. Also, choose influencers with high engagement rates instead of just looking at follower numbers.

Track the results
There is a technical side to this strategy, and that involves having ways to monitor and analyze the performance of seeded content. Key metrics yield useful insights that creators can use to adjust future campaigns so they are more effective.

Importance for search engine optimization

One of the goals of content seeding is generating inbound links and traffic. These metrics are used by search engines to determine how relevant your content is and to move it further up in the search results. Better ranking sites get more exposure, and your brand’s message is amplified.

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